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ModelCo Make up

Discover everything you need to know about ModelCo here – from the story behind the brand to the products everyone’s talking about.

Thanks to its innovative, quick-fix beauty solutions, Australian beauty brand ModelCo has achieved cult status. Here's an insider insight into how it all began.

ModelCo: In the beginning

Shelley Barrett was running a successful modelling agency when she spotted an opportunity for unique, multi-purpose beauty products. Having seen first hand the frustration from countless models and stylists about products they wished were on the market, Shelley listened, saw the potential for a thriving business and went straight to work formulating an innovative product that filled the gap in the beauty market.

The result: in May 2002, Australian beauty brand ModelCo hit shelves with the launch of the world's first heated eyelash curler, LASH WAND Heated Eyelash Curler, clad in ModelCo's signature high-voltage pink packaging. It sold out worldwide and a cult beauty brand was born.

ModelCo: The products

Since its launch, ModelCo has created innovative and unique beauty products inspired by models, celebrities and the everyday woman's need for unique, quick-fix, multi-purpose make up.

Cult beauty buys such as ModelCo's LASH WAND Heated Eyelash Curler and TAN Airbrush in A Can, which kicked-off the airbrush tanning market, have made ModelCo a name to watch in less than a decade. With a range of problem-solving beauty products - from self tan and eyeshadow to skin care - ModelCo offers finger-on-the-pulse beauty lovers style at speed. Today, ModelCo continues to push the boundaries, currently creating a buzz with the much-anticipated launch of ModelCo FIBRE LASH Brush On False Lashes, a three-step lash-fibre mascara that delivers serious false lash-style effects.

ModelCo: The celebrity fans

As the go-to brand for glam, innovative beauty solutions, ModelCo has no shortage of famous fans - from A-listers Kylie and Victoria Beckham (who famously called ModelCo SHIMMER Airbrush Illuminiser "Fabulousness in a can"), to celebrity faces Elle Macpherson and Dannii Minogue (who this year became the face of ModelCo's hot new FIBRE LASH Brush On False Lashes). The secret to its success?
Whether celebrities, make up artists or real women, fans worldwide choose ModelCo products because they deliver what they promise.